# MOON: Generative MLLM-based Multimodal Representation Learning for E-commerce Product Understanding

arXiv: https://arxiv.org/abs/2508.11999 · HTML: https://mlsanity.com/paper/2508.11999/

## Key facts

- Cited by 7 papers in the map (data through 14 Oct 2026).
- Placed in Multimodal MoE models, one of 12 directions in Mixture-of-experts.
- Builds on 24 of its 38 references that are in the map.
- First posted on arXiv 16 Aug 2025.

## Placed in

- Mixture-of-experts / [Multimodal MoE models](https://mlsanity.com/moe/multimodal-moe-models/)

## Builds on (most cited first, 24 of 24)

- [Attention Is All You Need](https://mlsanity.com/paper/1706.03762/) (2017)
- [Deep Residual Learning for Image Recognition](https://mlsanity.com/paper/1512.03385/) (2015)
- [BERT: Pre-training of Deep Bidirectional Transformers for Language Understanding](https://mlsanity.com/paper/1810.04805/) (2018)
- [Learning Transferable Visual Models From Natural Language Supervision](https://mlsanity.com/paper/2103.00020/) (2021)
- [Representation Learning with Contrastive Predictive Coding](https://mlsanity.com/paper/1807.03748/) (2018)
- [Qwen2-VL: Enhancing Vision-Language Model's Perception of the World at Any Resolution](https://mlsanity.com/paper/2409.12191/) (2024)
- [InternVL3: Exploring Advanced Training and Test-Time Recipes for Open-Source Multimodal Models](https://mlsanity.com/paper/2504.10479/) (2025)
- [SigLIP 2: Multilingual Vision-Language Encoders with Improved Semantic Understanding, Localization, and Dense Features](https://mlsanity.com/paper/2502.14786/) (2025)
- [SWIFT:A Scalable lightWeight Infrastructure for Fine-Tuning](https://mlsanity.com/paper/2408.05517/) (2024)
- [Multimodal Contrastive Learning with LIMoE: the Language-Image Mixture of Experts](https://mlsanity.com/paper/2206.02770/) (2022)
- [GME: Improving Universal Multimodal Retrieval by Multimodal LLMs](https://mlsanity.com/paper/2412.16855/) (2024)
- [MM-Embed: Universal Multimodal Retrieval with Multimodal LLMs](https://mlsanity.com/paper/2411.02571/) (2024)
- [Fashion-Gen: The Generative Fashion Dataset and Challenge](https://mlsanity.com/paper/1806.08317/) (2018)
- [FashionBERT: Text and Image Matching with Adaptive Loss for Cross-modal Retrieval](https://mlsanity.com/paper/2005.09801/) (2020)
- [MAVE: A Product Dataset for Multi-source Attribute Value Extraction](https://mlsanity.com/paper/2112.08663/) (2021)
- [Product1M: Towards Weakly Supervised Instance-Level Product Retrieval via Cross-modal Pretraining](https://mlsanity.com/paper/2107.14572/) (2021)
- [Contrastive language and vision learning of general fashion concepts](https://mlsanity.com/paper/2204.03972/) (2022)
- [Open-world Learning and Application to Product Classification](https://mlsanity.com/paper/1809.06004/) (2018)
- [Fashion Captioning: Towards Generating Accurate Descriptions with Semantic Rewards](https://mlsanity.com/paper/2008.02693/) (2020)
- [M5Product: Self-harmonized Contrastive Learning for E-commercial Multi-modal Pretraining](https://mlsanity.com/paper/2109.04275/) (2021)
- [CommerceMM: Large-Scale Commerce MultiModal Representation Learning with Omni Retrieval](https://mlsanity.com/paper/2202.07247/) (2022)
- [Cross-Market Product Recommendation](https://mlsanity.com/paper/2109.05929/) (2021)
- [Product-oriented Machine Translation with Cross-modal Cross-lingual Pre-training](https://mlsanity.com/paper/2108.11119/) (2021)
- [Learning Instance-Level Representation for Large-Scale Multi-Modal Pretraining in E-commerce](https://mlsanity.com/paper/2304.02853/) (2023)

## Built on by (most cited first, 7 of 7)

- [MOON2.0: Dynamic Modality-balanced Multimodal Representation Learning for E-commerce Product Understanding](https://mlsanity.com/paper/2511.12449/) (2025)
- [MOON3.0: Reasoning-aware Multimodal Representation Learning for E-commerce Product Understanding](https://mlsanity.com/paper/2604.00513/) (2026)
- [IDProxy: CTR Prediction with Multimodal LLMs for Cold-Start Recommendation at Xiaohongshu](https://mlsanity.com/paper/2603.01590/) (2026)
- [TLive-Omni: An Omni-Modal Understanding Model for E-Commerce Live Streaming](https://mlsanity.com/paper/2608.20958/) (2026)
- [UniDGF: A Unified Detection-to-Generation Framework for Hierarchical Object Visual Recognition](https://mlsanity.com/paper/2511.15984/) (2025)
- [JD Oxygen AI Item Center (Oxygen AIIC) V1: An Industrial-Scale LLM/VLM-Centric Solution for Item Understanding, Management, and Applications](https://mlsanity.com/paper/2606.28070/) (2026)
- [CVE-SAI: Counterfactual Visual Evidence-Guided Selective Attribute Indexing for Risk-Controlled E-commerce Search](https://mlsanity.com/paper/2608.25023/) (2026)

## Abstract (arXiv)

With the rapid advancement of e-commerce, exploring general representations rather than task-specific ones has attracted increasing research attention. For product understanding, although existing discriminative dual-flow architectures drive progress in this field, they inherently struggle to model the many-to-one alignment between multiple images and texts of products. Therefore, we argue that generative Multimodal Large Language Models (MLLMs) hold significant potential for improving product representation learning. Nevertheless, achieving this goal still remains non-trivial due to several key challenges: the lack of multimodal and aspect-aware modeling modules in typical LLMs; the common presence of background noise in product images; and the absence of a standard benchmark for evaluation. To address these issues, we propose the first generative MLLM-based model named MOON for product representation learning. Our method (1) employs a guided Mixture-of-Experts (MoE) module for targeted modeling of multimodal and aspect-specific product content; (2) effectively detects core semantic regions in product images to mitigate the distraction and interference caused by background noise; and (3) introduces the specialized negative sampling strategy to increase the difficulty and diversity of negative samples. In addition, we release a large-scale multimodal benchmark MBE for various product understanding tasks. Experimentally, our model demonstrates competitive zero-shot performance on both our benchmark and the public dataset, showcasing strong generalization across various downstream tasks, including cross-modal retrieval, product classification, and attribute prediction. Furthermore, the case study and visualization illustrate the effectiveness of MOON for product understanding. The data of our MBE benchmark is given in https://huggingface.co/datasets/Daoze/MM-Bench-E-Commerce.